Creative Works Brand Strategy Courteney Cox

Courteney Cox addresses ageism in alcohol advertising with spot for Clos du Bois


By Amy Houston, Senior Reporter

April 8, 2022 | 5 min read

Beloved American actor Courteney Cox, alongside creative agency partner Ogilvy, has made her advertising directorial debut in a campaign for winemakers Clos du Bois.

Clo du Bois1

Courteney Cox directs Clos du Bois campaign / Clo du Bois

‘Long Live’ features a wide spectrum of people over the age of 50 who are living life to the fullest through dance, rollerblading, posing nude and even horseback riding. The key message is that representation matters – that there are so many older people who have exciting, vibrant lives and this should be reflected in marketing campaigns.

“I loved the concept for the Long Live Clos du Bois campaign,” said Cox. “No matter what age, you can still be young at heart, and we should always embrace that part of ourselves.

“I knew that I could create an original piece of content that would resonate with this large demographic. My overall goal with the spot was to distinguish the footage through casting, production design, styling and cinematography. I am really proud of what we achieved. It feels fresh, energetic and fun, and I think that we succeeded in bringing the spirit of the campaign to life.”

A behind-the-scenes video posted to Cox’s Instagram account gives viewers a glimpse of filming, which hilariously includes her learning to dance as Mark Ronson’s Uptown Funk plays in the background.

The campaign debuts this month across streaming platforms Roku, Hulu Originals and YouTube, and will be amplified through digital and social channels.

Clos du Bois: Live a Little by Ogilvy

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Creative Works Brand Strategy Courteney Cox

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